February saw the start of a new breed of agency - one without any creative resource of its own. Instead
Breed creates a dream team for every brief it works on. It does this by drawing on a massive pool of supremely talented freelance writers, art directors, planners, designers - you name the discipline and they'll build a team that fits the bill. And for their own branding they picked
Alter Ego - which was nice.
But it's not simply about access to creative resource.
They work in different ways with different clients - sometimes as part of an established roster for larger clients, or as an agency of record for clients with smaller budgets who are nevertheless looking to access first-class communications teams. Either way, they'll listen to you first and assess the particular demands of your brief, before using their experience and contacts to put together precisely the team you need.
The company is managed by seasoned professionals that already have eight years worth of track history working with advertisers in this different way.
The senior management team is made up by:
Adam SunderlandAdam is the former deputy managing director of WMGO and a vice president management supervisor of O&M New York. He has 23 years’ experience in advertising in the UK and USA.
John StuartJohn joined the production department of Collett Dickenson & Pearce in the late 1960’s – right at the time the agency was revolutionising British advertising. He introduced an innovative creative management system by forming a dedicated traffic function to control time and costs. Unheard of back then, this function was later adopted by virtually every agency in London. John went on to establish the agency’s production services group, which soon provided over 50% of group profits.
In 1980, John co-founded Parkway, the first electronic image manipulation company in the UK – and voted AIM company of the year in 1983. Whilst retaining his CDP responsibilities, John also formed WLCS. Its focus was on providing start-up agencies with an outsourced production and time management resource. In its first two years of trading it provided services to eight of the ten agencies that opened their doors at the time.
John was later responsible for conceiving CDP’s Network Group of Companies, enabling the agency to offer holistic campaigns to its clients. In 1995, having been part of the strategic team responsible for the sale of the agency and the re-organisation of the management team, John left to set up White Door. As Chairman of White Door Consulting, he is actively involved in major consulting projects and has provided innovative solutions for a wide variety of clients in the UK, Europe and the USA.
Breed is his latest venture.
Martin HandysideMartin started his career in the mid seventies in the post room of a small family run ad agency who specialised in 'postal bargain' ads in the back of the national press for incontinence pants and the like. It took three years to figure that there was a much bigger world out there, so joined the biggest agency of the time; JWT.
After several other agency moves in various Creative Services roles Martin helped set up a creative services outsourcing company called Woodlodge to help the raft of start up hot shop agencies in the mid eighties including BBH. Another one of these hot shop agencies was Hedger Mitchel Stark, the most highly awarded agency of the era, whom Martin finally joined as Creative Services Director.
Martin then became a founder member of the ridiculously named Still Price Court Twivy D'Souza which set up after Saatchis bought Hedger Mitchel. Still Price enjoyed fanatastic creative success, so much so that it was bought by Lintas. The company went through many different guises and Martin finally resigned his position as Operations Director of Ammiratti Puris Lintas to set up White Door in 1995 and in 2005 formed breed with Adam and John to progress a specific section of the White Door offer.
I have Mike Reed to thank for the opportunity to work on the newsletter template for 26.
